Integrated business

planning

Percentage of participants who

reported that their finance function
now plays a key role in strategic
planning, compared to 63% in 2009

120

94

Budgeting cycle time in days

Median vs Top Quartile

20

Forecasting cycle time in days

Median vs TopQuartile

pwc.com.au /consulting

6 | PwC

Integrated business
planning
Frequent surveys and studies, such as PwCs Finance Effectiveness
Benchmark study 2011, consistently highlight a desire for
organisations to improve their planning, budgeting and
forecasting capabilities.
Despite the significant amount of
time devoted to planning activities,
satisfaction with the quality of output
continues to remain low, despite
investment in leading practices and
technology enablement.
Our experience shows that many
planning, budgeting and forecasting
change programmes focus on a
particular function such as Finance,
Sales and Marketing or Operations.
Although benefit is realised for each
set of functional stakeholder, it does
not necessarily drive holistic, group
wide benefit as many organisations still
continue to struggle with aligning the

plans and forecasts of sales, marketing,

operations and finance after the change
programme hasconcluded.
In addition, we also see organisations
that look to improve specific components
of their capability in isolation, such
as forecasting, without considering
the end to end process from strategic
planning through to operational
planning. This can drive a misalignment
of responsibilities between planning,
budgeting and forecasting processes and
lack of clarity regarding hand off points,
including the structure, timing and
responsibility for each.

Challenges of poor
integration
We see poor integration manifest itself across twokey dimensions:
Process integration

Functional integration

Disconnect between strategy and

execution our analysis shows that
many organisations have systemic
misalignments between strategic
plans and operationalexecution.

Cross functional misalignment

inconsistent assumptions or
outputs across functions gives rise
toinconsistencies at a Grouplevel.

Lack of due consideration for all

aspects of process redesigning
the annual budgeting process in
isolation may have an unintended
and detrimental impact on the
forecastingprocess.

Opportunity management
Organisations that are slow to model
cross functional impacts of decisions
miss opportunities to reallocate
or resources to take advantages
ofmarketopportunities.

Integrated business planning | 7

A framework forsuccess
An Integrated Business
Process integration
Planning framework links
The first dimension to consider is
together interdependent
process integration, particularly those
process components of planning that translate strategy into execution.
Increasingly organisations are looking
across the Sales, Marketing,
Operations, Supply and Logistics at end-to-end processes within this cycle
rather than discrete strategic budgeting
and Finance functions. It creates and forecasting activities. This end-tocross functional alignment
end approach embeds the strategic aims
of the organisation into the planning,
and collaboration to support
reporting and forecasting processes.
effective and efficient decision
making driving improvements
Figure 1 illustrates the interconnected
nature of these processes within the
in customer satisfaction and
wider context of Enterprise Performance
businessperformance.
Management.

Integrated Business Planning

is considered across two
primarydimensions.

1. Strategy to Plan covers those

processes associated with setting an
organisations strategic objectives and
associated measures, setting financial
and non financial targets and defining
business plans and budgets to achieve
these goals.

Functional integration
Secondly, functional integration which
promotes cross-collaboration between
product and service development,
procurement, production, logistics and
distribution, sales and marketing, and
customer service when creating business
plans. This provides a foundation for
organisations to consider the entire cost
of servicing customers and facilitates
a richer conversation regarding
resourceallocation.
Leading organisations are already
recognising the benefits of promoting
greater cross functional collaboration to
achieve broader business goals and are
actively encouraging these activities.
Ensuring aligned plans, budgets and
forecasts across functions provides
greater confidence in delivery and
more of a one company focus when
addressing performance gaps.

2. Monitor to Forecast is the ongoing

process of measuring performance
against business goals and allocating
or reallocating resources where
material gaps arise.
3. Recognise to Reward is how we link
business performance to individual
compensation andreward.
Figure 1: Enterprise performance
management.

Figure 2: The two primary dimensions

ofintegrated busines
planning.
Functional integration
Sales &
marketing

ar

to

Re

Fo
re

cast

Value

2. M

8 | PwC

u
as

re

Process integration

and mana
ge
ing
nn

t
en
m

3. R eco g nise to

Risk
pla

trategy to Plan
1. S

Operations

Strategic
planning

Benchmarketing
& forecasting

Operational &
investment planning

Supply &
logistics

Finance

The degree of integration across

functions will typically depend
on a number of factors such as
the size of the organisation,
the operating model itemploys
(centralised vs decentralised),
the inherent complexity and of
course the industry.
In addition to the above, there
are two primary enabling
perspectives toconsider:

Data

Technology

Data is a critical enabler for facilitating

both process and functional integration.
For both, consistency of definition from
a data set and dimensional perspective
isrequired.

The second key enabler is technology.

If utilised correctly, technology can be
an efficient and effective mechanism
for sharing, transferring and using data
andinformation.

From a process perspective, ensuring

consistency across hierarchies and
definitions will reduce the need for
manual intervention to map between
strategic, budget and forecast data.

Organisations with an integrated

suite of performance management
tools supporting planning, budgeting,
forecasting and management reporting
reap the rewards of faster access to
the information required to support
decisionmaking.

Cross functionally, any manipulation of

data shared between functions should
also be eliminated if the business is
utilising a fully integrated and aligned
data model. Further to this, sharing a
data model between planning, budgeting
and forecasting as well as reporting
will promote consistency and eliminate
manual interventions.

This benefit is further enhanced if the

technology is built on a consistent data
model allowing information to freely
flow between applications and users.
We believe that closer alignment of
processes, data and technology across
functions and geographies can provide
significant benefits as well as promote
collaborative, integrated working
practices and improved decisionmaking.
The final component of an integrated
planning framework is the linkage with
individual performance objectives.
Setting a direction for a business can
be done effectively and efficiently with
tight process, functional, data and
technical integration but without the
right incentives in place to ensure staff
and management behaviour in a manner
consistent with the delivery of strategic
objectives, then surely some benefit
iseroded.
Leading organisations are ensuring that
senior management in particular are
rewarded based on performance against
a balanced set of measures aligned to the
overall strategy of thebusiness.

Integrated business planning | 9

Significant
benefitsexist
By integrating processes, data andtechnology across functions
anorganisation can be more nimble and dynamic when making
resource allocation decisions.
This approach promotes the
consideration oforganisational
strategic objectives overthose
ofindividualfunctions.
It can also be the mechanism that
fosters a culture of collaboration and
trust across the organisation and drives

Budgeting and
forecasting

performance by aligning the behaviours

of the organisation.
Finally, it can be the glue that
binds complementary planning
activities and provide a genuine
competitiveadvantage.

Budgeting and
forecasting

Integrated
Business
Planning
Commercial
planning

Supply chain
planing (S&OP)

Commercial
planning

Supply chain
planing (S&OP)

Realising the vision

The evolution of capability toward more
Integrated Business Planning neednt be
an all consuming change programme,
but success does rely on focused
attention on three keychallenges:
1. The largest barrier to success if often
the behaviours and cultures of each
function within an organisation.
Developing more collaborative
behaviours that break down
functional silos is critical.

10 | PwC

2. Introducing successful integrated

business planning does not need to be
onerous. Specific focus on improving
functional process touch points
can drive significant efficiency and
effectivenessimprovements.
3. Finally, consider how data and
technology integration improve
enablement of the planning processes
and tighten the linkage with
management reporting. For example,
ensuring common data structures and
definitions are utilised will facilitate
more effective sharing of information
to support decision making.

Conclusions
Integrated Business Planning should
be considered a complementary
vehicle for driving incremental
business performance together
with additional improvements to
overall Finance Effectiveness such as
Management Information.
It isnt conceptual; its a real approach
proven through client engagements.
Although each business is unique, the
principles discussed in this paper are
relevant to all organisations and can
drive benefit.
It must be comprehensive across
process, organisation, data and
technology. Embedding Integrated
Business Planning can take time
as it relies on the buy in of senior
stakeholders and the ability to break
down behavioural, cultural and
functional barriers. It is an evolution
rather than a revolution.

Integrated Business Planning is about:

Focus plan the drivers of revenue
and cost that most closely align to
the strategic goals of the business.
Effort expended on immaterial or
uncontrollable areas is largelywasted.
Ownership & accountability
encourages clearer governance and
accountability for decisions and
outcomes within the context of a one
firm ethos.
Collaboration and clarity improved
working relationships across
functions and the breakdown of silos
promotes more informed and quicker
decisionmaking.
More responsive and robust decision
making reduced fire fighting and
ad-hoc activities and more proactive
opportunity management.
Trust both of the numbers and
decisions based on these numbers
and the individuals making the
decisions which is further promoted
through consistent data structures
anddefinitions.
Improved organisational efficiency
reduced planning cycle times and
removing duplication as well as
seamless hand off points between
functions and elimination of manual
intervention due to misalign
datastructures.

Integrated business planning | 11

Further reading
For more of our publications, please visit pwc.com.au/publications
whatwouldyouliketogrow.com.au

pwc.com.au/consulting

Metrics
that Matter
At a glance
In todays economy, strong
financial leadership is
more important than ever.
Finance functions will
need to work hard to
help businesses remain
competitive and well
positioned for the future.

PwCs Consulting
services

Effective CPM - how to

use information to create
competitive advantage

How can CFOs

lead and change
through these
challenging times?

In this article, we identify

- and help clarify - the new
role of leading CFOs.

What would you like to grow?

What would you like to grow?

Contact us
For further details please contact:

Martin Green

Silvio Giorgio

Andrew Genever

Partner
+61 2 8266 0886
martin.green@au.pwc.com

Director
+61 3 8603 2030
silvio.s.giorgio@au.pwc.com

Senior Manager
+61 3 8603 5099
andrew.genever@au.pwc.com

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